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I n t e r n a t i o n a l M a r k e t i n g

History and Geography:

The Foundations

of Culture

Chapter 3

1 4 t h E d i t i o n

P h i l i p R. C a t e o r a

M a r y C. G i l l y

J o h n L . G r a h a m

McGraw-Hill/IrwinInternational Marketing Copyright 2009 by The McGraw-Hill Copanie!" Inc# $ll


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3-2

What Should You Learn?

The i!portan"e of history and geography inthe understanding of international !ar#ets

The effe"ts of history on a "ountry$s "ulture

Ho% "ulture interprets e&ents through itso%n eyes

Ho% the 'nited States !o&ed %est and ho% this

!ore affe"ted attitudes


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3-3

What Should You Learn?

The effe"t of geographi" di&ersity on e"ono!i"profiles of a "ountry

Why !ar#ets need to (e responsi&e to

geography of a "ountry

)"ono!i" effe"ts of "ontrolling populationgro%th &ersus aging population

Co!!uni"ations are an integral part ofinternational "o!!er"e


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3-*

Glo(al +erspe"ti&e,irth of a ation . +ana!a in /0 Hours

To understand a so"iety$s a"tions and itspoints of &ie%1 you need to appre"iate:

. The influen"e of histori"al e&ents

. The geographi"al uniueness to %hi"h a "ulture has had toadapt

To interpret a "ulture$s (eha&ior and attitudes1a !ar#eter !ust ha&e so!e idea of a

"ountry$s history and geography


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3-

History +erspe"ti&ein Glo(al ,usiness

History helps define a nation$s !ission

. Ho% it per"ei&es its neigh(ors

. Ho% it per"ei&es itself

. 4ts pla"e in the %orld 4nsights into history are i!portant for

understanding "urrent attitudes

4t is ne"essary to study "ulture as it is no% as%ell as to understand "ulture as it %as

. 5 "ountry$s history


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Historyand Conte!porary ,eha&ior

6apanese history

. Se&en "enturies under the shogun feudal syste!

. The isolation (efore the "o!ing of 5d!iral +erry in 783

. Threat of do!ination (y "olonial po%ers

. 9ise of ne% so"ial "lasses

. Western influen"es

. Hu!iliation of World War 44

. 4n&ol&e!ent in the international "o!!unity

Histori"ally1 loyalty and ser&i"e1 a sense of responsi(ility1 andrespe"t for dis"ipline1 training1 and artistry %ere stressed to

!aintain sta(ility and order

5 histori"al perspe"ti&e gi&es the foreigner a (asis on %hi"h to(egin de&eloping "ultural sensiti&ity and a (etterunderstanding of "onte!porary 6apanese (eha&ior


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History is Su(e"ti&e

Histori"al e&ents al%ays are &ie%ed fro!one$s o%n (iases and S9C

5 "ru"ial ele!ent in understanding anynation$s (usiness and politi"al "ulture isthe su(e"ti&e per"eption of its history

. 9elationship (et%een ';S; and


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Territorial )=pansionof 'nited States fro! 7083

Exhibit 3.1


9/303-@


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3-7A

';S; 4nter&entionin Latin 5!eri"a Sin"e 7@*

Exhibit 3.2


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3-77

Geography and Glo(al


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3-72

Cli!ate and Topography

5ltitude1 hu!idity1 and te!perature e=tre!es

. South 5!eri"a

. ,ritish resistan"e of the )nglish Channel

. Trade through the 5lps


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3-73

Geography1 atureand )"ono!i" Gro%th

5s "ountries prosper1 natural (arriers areo&er"o!e

)n&iron!ental issues

. isruption of e"osyste!s

. 9elo"ation of people

. 4nadeuate haardous %aste !anage!ent

. 4ndustrial pollution


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3-7*

So"ial 9esponsi(ilityand )n&iron!ental


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3-7

9esour"es

The a&aila(ility of !inerals and the a(ility togenerate energy are the foundations of !odernte"hnology

The prin"ipal supple!ents to hu!an energy. 5ni!als

. Wood

. Fossil fuel

. u"lear po%er. B"ean tides

. Geother!al po%er

. The sun


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9esour"es

'nited States in perspe"ti&e

. 7@*2 . nearly self-suffi"ient

. 7@A . !aor i!porter

. 7@03-2AAA . in"reased dependen"y fro! 3/D to //D.


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3-70

World )nergy Consu!ption

Exhibit 3.3a


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3-78

World )nergy Consu!ption

Exhibit 3.3b


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3-7@

yna!i"s of +opulation Trends

Glo(al population trends deter!ine today$sde!and for goods

. 9uralEur(an population shifts

. 9ates of gro%th

. 5ge le&els

. +opulation "ontrol

Changes in population %ill profoundly affe"tfuture de!and

The !ost i!portant deterrent to population"ontrol is "ultural attitudes a(out the i!portan"eof large fa!ilies


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3-2A

World +opulation (y 9egion . 2AA-2AALife )=pe"tan"y at ,irth . 2AA-2A7A !illions

Exhibit 3.4


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3-27

9uralE'r(an


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3-22

+opulation e"line and 5ging

+opulation gro%th in !any "ountries hasdropped (elo% the rate ne"essary to !aintainpresent le&els

5 nation needs a fertility rate of a(out 2;7"hildren per %o!an

ot one !aor "ountry has suffi"ient internalpopulation gro%th to !aintain itself


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3-23

5ge ensity for Worldand Sele"ted Countries

Exhibit 3.5


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3-2*

Wor#er Shortage and 4!!igration

The free flo% of i!!igration %ill help toa!eliorate the dual pro(le!s of e=plosi&epopulation e=pansion in less-de&eloped

"ountries and %or#er shortage inindustrialied regions

)urope %ill need 7;* (illion i!!igrants o&erthe ne=t A years

6apan and the ';S; %ill need /AA !illioni!!igrants (et%een no% and 2AA


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AA Years of Trade

Exhibit 3.6a


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3-2/

AA Years of Trade

Exhibit 3.6b


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World Trade 9outes

+rogression of trade routes

. B&erland

. Sea routes

. 5ir routes

. The 4nternet

Trade routes (ind %orld together1 !ini!iing:

. istan"e

. atural (arriers

. La"# of resour"es

. Funda!ental differen"es (et%een and e"ono!ies

Trade routes represent atte!pts to o&er"o!einfluen"e of geography

. Causing e"ono!i" and so"ial i!(alan"es


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3-28

Co!!uni"ation Lin#s

Telegraph

Telephone

Tele&ision

Satellites

Co!puter 4nternet


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Su!!ary

5 prospe"ti&e international !ar#eter should (ereasona(ly fa!iliar %ith the %orld1 its "li!ate1and topographi" differen"es

Geographi" hurdles !ust (e re"ognied asha&ing a dire"t effe"t on !ar#eting and therelated a"ti&ities of "o!!uni"ations anddistri(ution


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3 3A

Su!!ary

Without a histori"al understanding of a "ulture1the attitudes %ithin the !ar#etpla"e !ay not(e fully understood

The study of history and geography is neededto pro&ide the !ar#eter %ith an understandingof %hy a "ountry has de&eloped as it hasrather than as a guide for adapting !ar#eting

plans

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